Women have long been inundated with unrealistic beauty ideals thanks to a combination of Photoshop alteration, image retouching, and the spotlighting of humans who fall into a rather narrow definition of attractiveness. In the last few years, however, a movement to be more honest and real about everything from periods and sexuality to body type has been gaining speed. And several months after a similar proclamation by Getty Images, CVS Pharmacy just announced its ban on post-production alteration to the images on its store-brand makeup and promotional materials.
And that’s not all: By the end of 2020, the pharmacy and convenience chain will also require disclaimers on all products sold in its aisles with images that have been “enhanced,” USA Today reports. Until then, the brand will display “CVS Beauty Mark” watermarks on unaltered images.
“The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established.” —Helena Foulkes, president of CVS Pharmacy
“The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established,” said Helena Foulkes, president of CVS Pharmacy in a press release. “As a purpose-led company, we strive to do our best to assure all of the messages we are sending to our customers reflect our purpose of helping people on their path to better health.”